PR Summit: HMRC's Robin Riley shares his insights into comms

PR Summit speaks to Robin Riley from HM Customs & Revenue, to get their insight about the topic and get a feel for the event.

How has the PR and comms function evolved over the last years?

I think PR and Comms are getting closer and closer to the customer service function. The rise of social means that your corporate reputation, and the quality of your customer support, are two sides of the same coin.  If people get bad service they'll tweet your chief executive. Likewise if they don't like your corporate strategy they'll say so on your social media support channels.

In your opinion, what will 2014 bring to the PR profession?

In a word: Science! I predict that data analytics and numerical models will become more commonplace in PR. There might even be a move towards more general scientific approaches - watch for PR people including words like 'experiment' and 'peer review' in their plans.

If you had one recommendation for those looking to deliver an integrated comms strategy in 2014, what would it be?

Think about the full value of your engagement and include a wide range of success measures. A successful comms strategy doesn't just deliver conversions or sentiment; it contributes to your organisation's learning, insight and innovation.

What would your top three tips for effectively measuring digital and social activities?

Tip 1: Be as creative in designing your digital evaluation as you are in designing your digital content. Look for innovative ways to ascribe business value to digital and social activities, for example the engagement value of a Facebook page could be equivalent to hosting a conference.

Tip 2: Don't settle for the metrics that your digital evaluation tool gives you - design your own metrics and select tools that deliver those.

Tip 3: Come to my masterclass session at the PR Summit, which is on this very subject!

What session, other than your own, are you most looking forward to at PR Summit?

The session on Social Media in a highly regulated environment. It's time for social strategies to get real, and that means getting rigorous.

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